The fascination of kidults
Toy Business Forum presentation from the Spielwarenmesse 2026
Playing is not a question of age, but of attitude. Stefan Will highlighted aspects of the kidult trend at the Toy Business Forum. The causes of the phenomenon range from nostalgia to community building. In his presentation, he discussed promising product and marketing strategies. At the same time, he also explained the opportunities and challenges in this growing market.
About Stefan Will
Stefan Will has been working in the games trade since 1989 and have been a managing partner of Ultra Comix GmbH since 2005. As the person responsible for the games sector and being a passionate collector myself, he has a profound insight into the world of kidults.
Kidults in focus
TikTok is a stage for cult toys. When toys are presented in an appealing way on TikTok, you can adorn yourself with them in real life and take the first steps towards becoming a Kidult. At the 2026 Toy Fair, the Toys for Kidults special showcased the most popular collectibles for young people and adults.
